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Product origins as
medicinal syrup
intended to treat
a variety of health
problems
1900
Transformation into
beverage intended for
mass consumption
1930
Coca-Cola begins to
distinguish itself through
its unique bottle design
and establishing itself as
‘the real thing
• Campaigns to foster endearment of the brand to
the American public (e.g. Santa Claus motif)
• Coca-Cola becoming imbedded into the tapestry
of American culture
• Vast array of TV commercials, magazine advertisements and newspaper
placements with a variety of domestic stars
• “Look Up, America” campaign in 1974 to instill national pride and unity
during an uncertain political climate
• Introduction of ‘new Coke’ and reintroduction of original formula under the
name ‘Coca-Cola Classic’
• “America’s Real Choice” campaign
Global campaign strategies
Huge focus on positive
imagery unrelated to
quality of the product itself
“Coke Is It”
“Can’t Beat the Feeling”
“Always Coca Cola”
“Open Happiness”
Very reactive to cultural phenomena, new trends, and the evolution of media
channels
• One of first companies to integrate television advertising successfully
• Adopting campaigns to what is going on in pop culture(‘Can’t Beat the Feeling’
and ‘Catch the Wave’ campaigns to connect with an emerging youth-oriented
target audience)
• Adapting its modern communication strategy by implementing huge projects
like coca-cola.tv, coca-cola.fm and various live streaming events
Evolution into regionally-focused campaigns to strengthen itself across the globe
• Selena souvenir bottles to attract Latino consumers
• “Charity” advertising campaign launched across 20 Muslim countries for
Ramadan in 1998
People
Partners
Products
Portfolio
Planet
Productivity
A brand that has become incredibly strong
because it lived up to some success criterias
Sharing Happiness
Differenciation
Brand’s Value Proposition:
The main elements of the brands are constantly present in all points of contact
“If you want to go fast, go alone.
If you want to go far, go together”
– African proverb
Bringing ecological
sanitation
solutions to Haiti
Coke against
energy poverty
in Africa
Don’t Waste,
Create Campaign
Turning
trash into
treasures in
Kumasi
Ghana
Live
Positively
Coca-Cola
sustainability
report
–
Brand Value:
$ 81 Billion (3º most valuable brand - Interbrand 2014)
GLOBAL
CAMPAIGN
SHARE
A COKE
Budget
$5 million
Australia
2011
150
names
AWARENESS
EDUCATING
REINFORING
DESIRE
SALES
LEAD
NEWSPAPER
MEDIA
COVERAGE
TVCs
REAL
PHOTOS
NAME
PROJECTED
BY SMS
PERSONALISE
KIOSKS
SHARE YOUR
NAME ON
BILLBOARD
WITH
MEDIA
CELEBRITY
INFLUENCERS
50 NEW
NAMES
65,000
VOTES
VIRTUAL
COKE CANS
ON SOCIAL
MEDIA
12 million media
impressions
870% Coke Facebook traffic
increased
39% Facebook page grew
1st most talked
on Facebook
76 thousand virtual
cans were
shared online
378 thousand custom
Coke cans were
printed
James Murrey
Victor Palatnik
Supat Imyoo
